To promote the all-new Chrysler 200, Wieden+Kennedy Portland partnered with Stopp and MPC Creative to deliver a first-of-its-kind interactive, photoreal virtual reality experience. ‘Beneath the Surface’ is a four-minute experiment, pushing the boundaries of what’s doable in virtual reality. Using the latest Oculus Rift DK2 headset, users are immersed in a beautiful rendering of the Chrysler 200 and taken on an audiovisual tour of the car and the state-of-the-art facilities that make such a vehicle possible.
The creative production challenge was to maintain maximum visual quality while creating an ‘exploding car’. Together, Wieden+Kennedy, Stopp and MPC Creative achieved this. The user can experience it firsthand as the car flies apart and encircles them, showing off the quality and craftsmanship of the vehicle. The user interacts with the car parts in real-time, which allows the viewer to cue additional immersive film content. The virtual tour is augmented by an explosive soundscape that literally shakes the car beneath the user.
Tim Dillon, Executive Producer at MPC Creative, said, “Stopp and MPC Creative are proud to partner with Wieden+Kennedy and Chrysler on this unique experience. It’s rare that an opportunity comes along that so wonderfully marries cutting edge creative, technology and a brand willing to push those boundaries.”
‘Beneath the Surface’ follows MPC Creative’s stellar run this year in building a diverse portfolio of creatively led projects, including the success of the Ralph Lauren's Polo 4D fashion show, the six-city global art initiative for Samsung Color Therapy project and a voice recognition signature petition for Child Helpline International.
The immersive 4D experience debuted at the LA Auto Show on November 19th - 30th, 2014 and will have an encore at the Detroit Auto Show in January 2015.
Aaron Allen, Kevin Jones
Chuck Carlson, Danielle Delph
Eric W. Shamlin
Gavin Rea, Nicole Fina
Bryan Brown, Keith Guerrette, Matthew Jones, Vince McMullin, Michael Green, Corey Sine